Jacquemus surely knows how to bust a move to luxury fashion’s best marketing campaigns of 2025.
Jacquemus already redefined playfulness in fashion when it first went viral for its itsy-bitsy Le Chiquito bag in 2017. Eight years later, the French luxury brand is still out to show the world what it’s best at and, this time, in collaboration with a security guard, and a kababayan at that.
We’re talking about the quirky viral video that Jacquemus posted on TikTok, featuring Davao-based content creator Ryniel Pineda, aka “dancing security guard.” In the short clip uploaded on Jan. 25, the TikTok star is seen swaying, tutting, and busting out some moves to DJ LK da Escócia’s electro-house track Bonde das Oncinhas.
The video, which promotes Jacquemus’ Fall/Winter 2025 show “La Croisiere” (“The Cruise”), also shows Pineda dancing against a background reminiscent of a parking lot wall with a signage that points to the Jacquemus “La Croisiere” show.
If you’re not yet too caught up in Pineda’s sassy moves, you’ll also notice a black Tourismo carrier that’s placed on the floor. The handbag debuted at the show along with other 1950s-inspired ensembles in the brand’s Fall/Winter 2025 capsule.
Jacquemus captioned its viral post, “Paris, this diva has arrived early.” The show took place at the historic apartment of architect Auguste Perret during Paris Fashion Week last Jan. 26.
Both Jacquemus and Pineda got the brand’s fans and casual social media users alike laughing out loud, with the video amassing 11.4 million views and 794,700 likes to date. Netizens also flooded the comments section of the post with praises like, “Slaycurity,” “Yass queen representing Davao,” “Wait, he got a Jacquemus brand deal, OMG,” and “Jacquemus showing us to do marketing the right way.”
Jacquemus was built by fashion designer and entrepreneur Simon Porte Jacquemus in 2009. The brand is celebrated for its striking designs and playful proportions inspired by art, culture, and the French way of life. Its iconic accessories, which include the Mini Chiquito bag and oversized hats, have since become a favorite of celebrities and fashion aficionados alike worldwide.
The French luxury brand channels its youthful energy not only in its covetable, vibrant collections, but also in its innovative marketing campaigns and destination shows staged in unusual venues, including a Parisian swimming pool, a wheat field, and a beach in Hawaii.
Jacquemus’ latest show, “La Croisière,” got the industry talking because the brand went against the norm of launching collections in big, populous venues, and instead did it in the historic apartment of architect Auguste Peret, with guests limited to 40 people.
Related story: Jacquemus F/W 2025 is an intimate collection captured entirely on an iPhone
This concept of being intimate and personal echoed in the show’s campaign, which featured the Philippines’ own viral dancing security guard, Pineda. Through the video, Jacquemus already made a mark and created connection with an audience the French fashion house has yet to reach (via direct sales, that is).
The campaign is a masterclass not only in creativity but also relatability, as it features Pineda who, like most Filipinos, belongs to the working class and continuously finds ways to have fun in life. In an interview with One PH, Pineda said that he started working as a security guard in 2016 but still considers dancing as his first love.
@rynielpineda My fav🕴️🕴️#judasbaby #judasbabychallenge #ladygaga #dancingsecurityguard👨✈️ ♬ Wife – (G)I-DLE
Life’s challenges prompted him to relocate from Agusan del Norte to Davao City, where he worked as a security guard of a hospital. Because the hospital management wasn’t strict with their employees, Pineda got to spend his break and idle time dancing and creating his TikTok videos.
“I really love dancing. I couldn’t last a day without it,” he told One PH in Tagalog. “I discovered TikTok at the height of the pandemic and realized that it’s a good platform to showcase one’s talents. It also helped me relieve stress, especially since I didn’t want to just focus too much on work.”
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As of writing, Pineda’s TikTok account (@dancingsecurityguard) has earned 3.5 million followers, while his videos have amassed as much as 102.4 million views. Because of his unexpected yet exceptional success, Pineda left his job in 2023 and focused on being a full-time content creator instead.
Pineda’s highly entertaining, energy-filled dances eventually made him the influencer of local brands like Gard Shampoo, Cebuana Lhuillier, and more. Of which, global luxury fashion house Jacquemus is among the biggest ones by far.
In a chat with The POST, the Davaoeño said that it was Jacquemus’ head of TikTok, Héctor Dugarte De León, who directly reached out to him via e-mail. “I was happy when he reached out to me for the collaboration, not knowing how big the brand really is,” Pineda said in Tagalog. “When I learned that Jacquemus is one of the world’s top luxury brands, I felt really honored that I was selected to become its influencer.”
During the process, Pineda “sent several drafts of the video to Hector’s team until one was approved and posted later.” He said the experience was memorable, as it also taught him many things about content creation: “How to properly shoot a video, video design, among many other things.”
Now, the Filipino content creator couldn’t be more grateful that his collaboration with Jacquemus went viral in just a short time. “I’m very happy and thankful to the viewers for their support, from then until now. I am also super thankful for Hector for choosing me for this project,” he told The POST.
Pineda still couldn’t believe how his love for dancing turned him into a TikTok star and enabled him to provide his family with a home and cars. Looking back, he realized all these wouldn’t have come to fruition if he didn’t believe in himself and a higher being. “I realized my job is not just to be a security guard, but also someone who brings joy to other people,” he said. “Because of that and by God’s grace, I am able to fulfill my dreams. I pray that He continues to support me in everything I do in life.”
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